From a great Wall Street Journal article about job swaps between Google and P&G and the digital struggles of a consumer product company:
"The worst answer you can hear from an agency is, 'Don't worry, we have a group to handle interactive,' said David Bell, a Google consultant, during a session with some P&G job-swappers at Google's New York office. 'Interactive isn't a group, it's everybody's job,' said Mr. Bell, who himself formerly headed Interpublic Group, a major advertising-business holding company."
The article is subscribers only (but well-worth finding a friend with a login to download):
A New Odd Couple: Google, P&G Swap Workers to Spur Innovation